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XJ Final Thesis.pdf (1.65 MB)

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HOW E-WOM INFLUENCES CONSUMER BEHAVIOR IN AN OMNI-CHANNEL RETAILER ENVIRONMENT: A BRAND ATTITUDE MODERATED MODEL

Jia, Xiao
http://rave.ohiolink.edu/etdc/view?acc_num=kent1469278764

Abstract Details

, MA, Kent State University, College of the Arts / School of Art.
The purpose of this study will be to examine how e-WOM influences consumer behavior in OCR and how retail brand attitude plays an important role in this model. At this stage in the research, the e-WOM generally will be defined as the improvement process within the OCR. OCR refers to the retail channel. To examine the relationships among these variables, the integrated information theory (IIT) and the theory of reasoned action (TRA) (Anderson, 2014; Fishbein & Ajzen, 1975) was adopted. The model was expanded to fit the e-WOM influences consumer behavior in OCR and brand attitude as a moderating variable in this model. This study employed 2 x 2 experimental design to examine the relationship among e-WOM, brand attitude, and consumer behavior toward OCR. For the model testing, an experimental design with four treatment groups of e-WOM was employed. An online questionnaire was conducted using female consumers. This study developed IIT with TRA to create a promising new area of investigation, considering the findings from the current study in which online consumer ratings influence consumers’ attitude and behavioral intentions, and further, brand attitude interacted in the relationship between e-WOM and consumer attitude and behavioral intentions.
Jihyun Kim (Committee Member)
Hahn Kim (Committee Member)
Tuo Wang (Committee Member)
Behavioral Psychology; Behavioral Sciences

Recommended Citations

Citations

  • Jia, X. (2016). HOW E-WOM INFLUENCES CONSUMER BEHAVIOR IN AN OMNI-CHANNEL RETAILER ENVIRONMENT: A BRAND ATTITUDE MODERATED MODEL [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469278764

    APA Style (7th edition)

  • Jia, Xiao. HOW E-WOM INFLUENCES CONSUMER BEHAVIOR IN AN OMNI-CHANNEL RETAILER ENVIRONMENT: A BRAND ATTITUDE MODERATED MODEL. 2016. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1469278764.

    MLA Style (8th edition)

  • Jia, Xiao. "HOW E-WOM INFLUENCES CONSUMER BEHAVIOR IN AN OMNI-CHANNEL RETAILER ENVIRONMENT: A BRAND ATTITUDE MODERATED MODEL." Master's thesis, Kent State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469278764

    Chicago Manual of Style (17th edition)

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© 2016, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.